Financial Times starts ad campaign in the U.S.

Jessica Goodfellow of The Drum writes about the new advertising campaign that the Financial Times launched Wednesday in the United States.

Goodfellow writes, “The ‘Facts. Truths.’ campaign launching today (26 October) is one of the largest integrated brand campaigns the publisher has ever executed, and includes executions across print, digital, social, display, experiential and out of home, as well as targeted broadcast and paid media strategy.

“Election day is fast arriving so the FT has timed its campaign at a critical moment in the race as voters prepare to go to the polls. The campaign features a range of statistics from its coverage of US issues such as household income, immigration, trade and manufacturing, to prove to voters how the FT equips readers with useful insight and facts, to help them decide the best way to vote.

“The media plays a huge role in influencing affecting and this was prominent ahead of this year’s EU vote, with many blaming the media for not properly educating the British public as to the outcomes of voting to leave the European Union. With the media firmly in the spotlight, the FT said it see these ‘times of uncertainty’ as a growth opportunity.

“‘The US election is an extremely consequential event, not only in America but on the world stage,’ said FT’s SVP of communications and marketing Darcy Keller. ‘The campaign emphasises how the FT equips readers with information and insight they can trust on a range of topics that matter to them – a particularly valuable service in times like these.'”

Chris Roush is the Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.